Last year was an extreme test of resiliency for businesses worldwide. Like many, we reinvented the way we work. I’m proud to say that Decker proved that an agency with talented, passionate employees, will always use creativity and ingenuity to figure out even the most complex business challenges.
In fact, the crisis served to strengthen our client relationships, helping them shift marketing efforts and act decisively. Our roster of clients span several industries and there’s a lot of 2020 work we’re proud of. But as I look back, a few come to mind that stood out.
ConnectiCare, a health insurance provider, focused communications on their members—reassuring them that ConnectiCare was there to help and support them, whatever their needs. As part of those efforts, we developed a special COVID-19 newsletter, full of valuable information to help them stay protected, both physically and mentally.
For our senior living community client, Avery Heights, the pandemic brought unimaginable challenges. To help ease concerns for residents’ loved ones, we developed a special section on their website that communicated everything Avery Heights was doing to keep their residents and staff safe. We also created print advertising for local newspapers that offered activity kits to seniors in our communities who were faced with isolation and loneliness.
With many business offices and schools closed, the pandemic also brought a global shortage of recycled materials. Our client, RecycleCT wanted a digital campaign that would tell people how important home recycling is in order to create essential items. We created a social media campaign called “Second Life”, to engage with people through their newsfeeds about how recycling materials like paper and cardboard actually helps make household items like toilet paper, paper towels and napkins – all items in high-demand at the time.
While 2021 may bring reverberations from the shifts that occurred last year, we will leverage what we’ve learned and experienced in 2020 to help define our new normal.
As a member of the American Association of Advertising Agencies, we collaborate with other member agencies as we reimagine how our organizations work going forward, including sharing ideas on new hybrid approaches to work, both in office and remote, and investments in technology to increase workflow automation.
The resilient, talented, and passionate people at Decker—my colleagues and co-workers—were the driving force behind our success last year. They brought their tenacity for their work to new heights and I’m confident they will continue to do so in the future.